Factors influencing willingness to purchase safe vegetables evidence from vietnam

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TABLE OF CONTENT
LIST OF TABLE ....................................................................................................................................4
CHAPTER 1. INTRODUCTION ..........................................................................................................5
1.1

Introduction ................................................................................................................................... 5

1.2

Research problem .......................................................................................................................... 6

1.3

Research objectives........................................................................................................................ 8

1.4

Methods and research scope ......................................................................................................... 8

1.5

Contribution of the study .............................................................................................................. 9

1.6

Structure of the thesis.................................................................................................................. 10

CHAPTER 2. LITERATURE REVIEW AND HYPOTHESES ......................................................11
2.1

Fundamental Behavior Theories ................................................................................................ 11

2.2

Safe Vegetables ............................................................................................................................ 12

2.3

Attitude towards SafeVegetables (AtSV) and Willingness to Purchase (WtP) ...................... 14

2.4

Health consciousness ................................................................................................................... 15

2.5

Subjective Knowledge ................................................................................................................. 16

2.6

Trust.............................................................................................................................................. 18

2.7

Convenience ................................................................................................................................. 19

2.8

Price perception ........................................................................................................................... 20

CHAPTER 3. METHODS ....................................................................................................................23
3.1

Research method.......................................................................................................................... 23

3.2

Research process .......................................................................................................................... 25

3.3

Scale of constructs ....................................................................................................................... 27


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3.3.1 Health Consciousness ..................................................................................................................... 27
3.3.2 Subjective Knowledge ..................................................................................................................... 28
3.3.3 Trust ................................................................................................................................................ 28
3.3.4 Convenience .................................................................................................................................... 29
3.3.5 Price Perception ............................................................................................................................. 29
3.3.6 Attitude towards Safe Vegetables .................................................................................................... 30
3.3.7 Willingness to Purchase Safe Vegetables ....................................................................................... 30
3.4

Main survey .................................................................................................................................. 30

3.5

Sampling ....................................................................................................................................... 32

3.6

Data analysis method................................................................................................................... 33

CHAPTER 4: RESULTS AND DISCUSSION ..................................................................................35
4.1

Sample characteristics ................................................................................................................. 35

4.2

Assessment scale of measurement .............................................................................................. 36

4.2.1 Reliability test ................................................................................................................................. 37
4.2.2 Validity test ..................................................................................................................................... 38
4.3

Result of testing assumptions...................................................................................................... 41

4.4

Results of regression .................................................................................................................... 43

CHAPTER 5: CONCLUSION .............................................................................................................48
5.1

Summary of main results ............................................................................................................ 48

5.2

Managerial implication ............................................................................................................... 48

5.3

Limitation and future research .................................................................................................. 50

REFERENCES ......................................................................................................................................54


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APPENDIX ............................................................................................................................................63
Appendix A: Vietnamese questionnaire .............................................................................................. 63
Appendix B: Results of EFA ................................................................................................................ 68
Appendix C: Result of Regression (Model 1) ..................................................................................... 72
Appendix D: Result of Regression (Model 2) ..................................................................................... 75


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LIST OF TABLE
Table 3.1 Timeline of research process ...............................................................................................25
Table 3.2: Result of qualitative pilot research ....................................................................................26
Table 3.2 Result of collecting questionnaire .......................................................................................33
Table 4.1 Characteristic of Sample .....................................................................................................36
Table 4.2 Result of Reliability test .......................................................................................................38
Table 4.3 Rotated Component Matrix of Independent Variables ....................................................40
Table 4.4 Rotated Component Matrix of Mediating Variable and Dependent Variable ...............41

Table 4.5 Correlation of all constructs ................................................................................................43
Table 4.6 Regression of Model 1 ..........................................................................................................44
Table 4.7 Regression of Model 2 ..........................................................................................................45
Table 5.1 Result of indepth-interview for reason of not significant impact between Subjective
Knowledge and Attitude towards Safe Vegetables ............................................................................51


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CHAPTER 1. INTRODUCTION
1.1 Introduction
A green economy gives the impression of an economy that is environmental-friendly,
sensitive to the need of conserved natural resources. Moreover, green economy minimizes
pollution and emissions that damaging the environment while the production process is
going on and makes products, services which is not harmful to the environment. That
means green economy is when low-carbon, resource used efficiently, and social concerned.
The key aim for a transition to a green economy is to enable economic growth and
investment while increasing environmental quality and social inclusiveness (UNEP, 2011).
Green economy is to get green growth, leading to social inclusiveness and culture
inclusiveness. There are over 120 countries apply green economy over the world (Đức
Nhân & Việt Quốc, 2007).
In green economy, sustainable production and sustainable consumption are two
essential sides. Production and consumption of the economics, combine together in the
cycle of producing-consuming goods. This study focuses on sustainable consumption,
especially agricultural consumption. Sustainable consumption concept is summarized as
the way that provides consumers chances for using products and services efficiently, with
low-impact on environment, social and economics. The final target of sustainable
consumption is improving quality of life for generations; and the main idea is not less
consuming, another word is intelligent consuming. Indirectly way, this leads less natural
resources, less waste and less polluted environment. Sustainable consumption in agriculture

means using agricultural foods with no chemicals. Consumers’ health and environment
according have benefit in direct effect. This study mentions about sustainable consumption
on vegetables; because it is essential food every day for each person.


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In Vietnam, many farmers follow VietGAP criteria for supplying high-quality
vegetables, whereas the amount of consume does not increase. A lot of money for
investment of growing, in contrast with situation of more not sold safe vegetables. From
enterprises and government, not worrying about quality products of customers causes this
problem, according to Hồng Loan (2014). However, there is few comments of consumers
about what they care about when deciding to buy vegetables.
1.2 Research problem
As a contribution in economic growth, “agriculture represents the most important
source of income for the majority of the world’s population” (United Nations Environment
Programme [UNEP], 2011, p. 15). And “key policy option to improve sustainability and
resilience is agricultural production systems” (UNEP (2013, p. 61). Vietnam is a country,
which has strength point of agriculture. Natural farming, in spite of new concept in
sustainable production and consumption, appears ages ago in Vietnam. By natural farming,
there are very nutrients in foods, helping body of person healthy and no illness (Hoàng Hải
Vân, 2014). Products of natural farming are natural vegetables with no chemicals.
However, concept of natural vegetables is not popular. Most of citizens are familiar with
concept “safe vegetables”, which is produced under VietGAP criteria. Safe vegetables
means there is limited chemicals inside the products, those are certified by Ministry of
Agriculture and Rural Development. However, how much of popularly safe vegetables
used still is a big question. Thus, habit of consuming safe vegetables is the general
objective of this study.
Safe vegetables concept appears some recent years in Vietnam. It comes from
overusing chemicals in order to get higher quantity of products. Thus, amount of toxicity,

which is inside vegetables makes customers’ health worse. In recent years, along with trend
of sustainable consumption, customers take care more about what they buy and what they


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eat. According to Axist Research (2009), the Ministry of Agriculture and Rural
Development in Ho Chi Minh City had “temporary regulations on the production of safe
vegetables” before 1998; in period 1998 – 2001, the Ho Chi Minh City government had
policy for approval of implementation program for clean vegetables; then, from 2001 to
2003, the Agricultural Department cooperated with the People’s Committee of districts to
produce safe vegetables simultaniously; the land of production safe vegetables increased
rapidly in following years.
In line with increase of consumption of pure vegetables, such of organic products
stores has appeared like chain stores of Ecomart, Organic Ecolife, Mr. Sach, Organica,
Vinagap, XanhShop for selling local clean vegetables and imported vegetables; moreover
all supermarkets also sell VietGAP vegetables and Green Label vegetables. However, the
amount of clean vegetables is too little in comparison with total vegetables supplied,
accounting only VietGAP vegetable, just 1% supplied products meets the need in Ho Chi
Minh city (Xuan Huong, 2013).
Going with increasing of safe vegetables buying, some issues appear. The impressed
point is chaos of supplying in March, 2014, non-certified vegetables are sold under
certified label. Companies or stores just advertise that general production process with
some pictures and no more information of ingredients, nutrition of products. Even though
some supermarkets sell not safe vegetables in recent months (Tú Anh & Thiên Minh,
2014). Moreover, there is no department is in charge of this issue. That makes customers
confuse about quality of safe vegetables and farmers worry about outcome of their
products, according to Nguyễn Hạnh (2014). Actually, there are lots of famers are growing
safe vegetables in Vietnam. However, due to small size and not beautiful packaging, these
suppliers could not co-working with supermarket to sell products; while consumers could

not find out where selling safe vegetables. In summary, some problems are customers’ trust


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on quality of products, less provided information about process of growing, consumers
themselves cannot differentiate between safe vegetables or not safe vegetables.
As mentioned above, higher concern about safe vegetables leads to higher suppliers,
thus much quantity of safe vegetables. However, willingness to buy does not go up
accordingly. So that there is excess of safe vegetables unconsumed in the market, and a lot
of money is not returned as profit.
1.3 Research objectives
In order to make customers have more believe on all kinds of safe vegetables,
measurement of factors affecting willingness to purchase safe vegetables is necessary. This
study accordingly helps enterprises to raise resource for supporting marketing and brands
for higher return. The purpose of this study is to apply TPB model for assessing willingness
of purchasing safe vegetables in Vietnam with detail of explaining in part 2.1 of the next
Chapter. Consequently, CEO of enterprises could find out the way for pushing sales.
Further to the above discussion, this study aims to obtain following objectives:
(1) To investigate some factors such as health consciousness, subjective
knowledge, trust, price perception, convenience, affecting attitude towards
safe vegetables.
(2) To examine relationship between attitude towards safe vegetables and
willingness to purchase.
1.4 Methods and research scope
Two phases of this study were undertaken: a qualitative approach and quantitative
approach. Because fundamental theories and most of literature come from outside
Vietnamese research, this phase is to modify the scales to be suitable for Vietnamese

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context. In-depth interview with whom bought safe vegetables at least one a month was
taken to get response. Software MP3 recorder was used due to difficulty of distance.
The next phase is quantitative approach to test measurement and structural model.
Mail survey and paper questionnaire were delivered to consumers in Ho Chi Minh City to
get response. After getting database, SPSS version 16 was applied for analyzing, including
EFA (Exploratory Factor Analysis) and regression.
1.5 Contribution of the study
This study will show how much some factors affecting attitude towards safe
vegetables, and how much attitude towards safe vegetables affecting willingness to
purchase. In total, this research provides the whole effect of factors that impacting behavior
on consumers towards buying safe vegetables and measures how much each element
affects on willingness to purchase.
Consequently, results of this study help enterprises know more about customers’ habit
of choosing vegetables in Ho Chi Minh City. Therefore, companies could apply effective
ways for increasing sales of safe vegetables, and increasing firms’ revenue accordingly.
Thus, managers do their businesses more effectively. It is also good for both consumers
and farmers. Consumers get healthier due to fresh vegetables, and farmers get more income
due to more selling products.
There is little research about safe vegetables in Vietnam. Result of Truong et al.
(2010) indicates that purchasing decision of organic foods of Vietnamese consumers
depends on health and safety too much. Other findings are perceived price and trust play as
main points for purchasing intention safe vegetables (Nguyễn Thanh Hương, 2013). This
research focuses on safe vegetables as an initial food everyday of citizens. Due to steadily
changing of situation of economy, this one tests whether some internal factors have still


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significant or not. Different scales from previous studies in Vietnam are applied, and two
internal factors as convenience and knowledge are added in this research.
1.6 Structure of the thesis
This thesis is structured into five chapters:
Chapter 1: Introduction to overview the study: research problems, research objectives
and research method as well as benefit of this study.
Chapter 2: Literature review to provide review of literature on all independent
variables, mediating variable and dependent variable. They all are health consciousness,
subjective knowledge, trust, price perception, convenience, attitude and willingness to
Purchase. Moreover, hypotheses are given in this chapter for readers to follow the model.
Chapter 3: Method to indicate process of making questionnaire and doing
measurement of each construct, from designing to implementing.
Chapter 4: Results and discussion. Data analysis will be discussed in there. And some
of discussion will be mentioned.
Chapter 5: Conclusion with limitation and potential way for future research.


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CHAPTER 2. LITERATURE REVIEW AND HYPOTHESES
The overall of this study is introduced in Chapter 1. This chapter introduces the
theories, which are proposed by many scholars in academic field, related to each of factors
in the model and research model of this study. Firstly, two types of behavior theories are
introduced for analyzing which is suitable for this research. Then, concept of safe
vegetables is mentioned for clarifying what it is. Thirdly, related theories of each construct
are introduced, including attitude, willingness to purchase, health consciousness, subjective
knowledge, trust, convenience and price perception. Lastly, research model is proposed
with hypotheses discussion.
2.1 Fundamental Behavior Theories
There are two favorite theoretical models predicting attitude of customers to consume

products: Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB).
The technology acceptance model (TAM) adjusted by Davis (1986) from Theory of
reasoned action (TRA) of Ajzen and Fishbein (1980) to “explain the causal relationship
between users’ internal beliefs (usefulness and ease of use), attitude, intention, and
computer usage behavior” (Yousafzai, Foxall & Pallister, 2007a). Some case applied TAM
model as follow (according to Yousafzai et al., 2007a):
(1)

IT-specific, with acceptance of systems and technologies including context.

(2)

Using psychometric measurement scales.

(3)

Strong support for explanation of acceptance of technology

Theory of Planned Behavior (TPB), according to Ajzen (2005), “is based on the
assumption that human being usually behaves in a sensible manner”. Therefore, “TPB
could predict and understand performance of specific action tendencies” (Ajzen (2005).
TPB also has applied to know more about each individual behave in which way factors


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influencing behavior control (Sommer, 2011). Following to TPB theory, intention or
attitude of consumers towards product or service comes from factors affecting on, those
could be internal factors or external factors, one personal in nature or one reflecting social
influence. TPB has fundamental beliefs based on a wide range of background factors.

Besides that, TPB also assumed that there are more important factors than the others.
In comparison between two of them, TAM extents potentials adopters perceive
intention of use products (Riemenschneider et al., 2002; Nour-Mohammad & Ebrahim,
2010) and (Ziqi & Xinping, 2007) and often be applied in IT field (Nguyen, 2007, p.362;
and Riemenschneider et al. (2002). Yousafzai, Foxall and Pallister (2007b) also claimed
that TAM model mixed that evidence of behavior towards use technology; while TPB has
provided support to predict a wide range of behaviors (Sommer, 2011). Ajzen (as cited in
Jianyao et al., 2008) stated that “TPB has been widely adopted as one of the most powerful
tools to test consumers’ behavioral intention”. TPB represents distinct external and internal
factors as separate constructs affecting intention of behavior to use products (Shirley &
Peter, 1995, as cited in Riemenschneider et al., 2002) and TPB could be used for vary
range of behavior, not using technology. In addition, TPB was applied for many previous
research with social behavior, likely attitude and intention factors in the study of
Tarkiainen and Sundqvist (2005) in Finland, or others research in Vietnam, likely Truong
et al. (2010). Therefore, TPB model is applied in this study.
2.2 Safe Vegetables
There are many concepts of vegetables nowadays: organic vegetables, pure
vegetables, natural vegetables, fresh vegetables, or safe vegetables. Vietnamese concepts
have also very kinds of name: “rau sạch”, “rau xanh”, “rau an toàn”. Natural vegetables,or
organic vegetables is not new to Vietnamese farmers. It is product of natural farming,
under another name as traditional farming, which farmers do not use any chemical


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fertilizers and no preservatives (Tran & Pham, 2012), as least earthmoving as possible.
However, Vietnamese people love fresh vegetable with big leaf, that leads to using
chemical fertilizers. Long time later, consequence of overusing chemical fertilizers and
preservatives could see clearly daily, such as illness for farmers, deformed hands due to
touch of chemicals, or lots of cancers appear, even though number of patients goes up due

to more not healthy people. Then, urban citizens move to use organic vegetables.
In the market, concept of safe vegetables is quite same as concept of pure vegetables.
Actually, they are different. According to PGS Certificate (2014), pure vegetables, or
organic vegetables are ones that no chemicals or preservatives used in whole process from
growing to delivery, while safe vegetables are one that limited chemicals for using in whole
process. There is not specific definition of safe vegetables. However, in general, safe
vegetables are ones that has not over limited chemicals.
Safe vegetables popularly mean all kinds of vegetables under VietGAP criteria and
organic criteria (Brown, 2014; Simmons & Scott, 2007). VietGAP products are grown with
limited chemicals enough for safety (according to Ministry of Agriculture & Rural
Development, 2008). And types of vegetables are produced following technical procedure
including good and fresh condition, limited pesticide, heavy metal content, and standard
distribution. Besides VietGAP vegetables, there is VietGAP Nhãn Xanh criteria. This kind
of criteria is higher level than VietGAP. According to FAPQDC (2013), VietGAP Nhãn
xanh included quality control of standards for measurement, quality control of evaluator,
and ensuring about benefit for farmers. Concept safe vegetables of this study means all
kinds of VietGAP, VietGAP Nhan Xanh (a higher level than VietGAP), and organic
vegetables. All types of them follow four criteria about technology of production, food
safety, working environment and source of products.


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Vietnam Government also had rule 99/2008/QĐ-BNN for production, trade safe fruits
and vegetables in 2008. Government in Ho Chi Minh City and other provinces also have
plan for safe vegetables production area (Sở nông nghiệp và Phát triển nông thôn TP. Hồ
Chí Minh, 2013). However, according to a report in Asia News Monitor (Xuan Huong,
2013) quantity for supplying of safe vegetables is much less than demand, just only 1% of
fulfilling the needs.
Due to nature production, natural farming can help to reduce the negative impact on

the environment and increase sustainability (Organic Foods: What You Need to Know,
2011). In more specific, according to one research in Vietnam in 2005-2007, safe
vegetables are tastier and more nutritious than normal ones, they are also more safety for
users in advance (Quang & Hiền, Viện Nghiên cứu Rau quả, as cited in eco-green.vn
website).
2.3 Attitude towards Safe Vegetables (AtSV) and Willingness to Purchase (WtP)
Attitude, according to Ajzen (2005, p.3), “is a hypothetical construct that, being
inaccessible to direct observation, must be inferred from measurable responses”.“The
concept of attitude has been the focus of attention in explanations of human behavior
offered by social psychologists” (Ajzen, 2005, p.1). Those are some factors author want to
explain in this study.
Attitude is quite different from trait. Trait explains dispositional factors (Ajzen, 2005).
However, some factors of trait are difficult for measurement and indicating the reasons
from inside the human. Thus, this study focuses on attitude, inside factors to evaluate
willingness to purchase safe vegetables, those collected by individuals. Attitude,
consequently, represents beliefs, feelings, and action tendencies. And other studies like
Chen (2007a, b) and Poelman et al.(2008) (as cited in Magistris & Gracia, 2008) mention
that attitude is the most important to explain consumers’ decision-making process.


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There is verbal and nonverbal behavior towards attitude. Thus, it is very difficult to
evaluate how much consumers like or intent to use specific product, especially safe
vegetables. Due to limited resources, this study just focuses on nonverbal behavior that
affecting attitude.
Willingness to purchase concept is defined as the maximum price a buyer is willing to
pay (Didier & Lucie, 2008; Franke & Schreier, 2008; Voelckner,2006; Wertenbroch &
Skiera, 2002) (as cited in Barber et al., 2012). Willing to purchase is the first stage
indicates more engagement than attitude towards specific product.

Willingness to purchase plays an important role in consumers’ commitment in
consuming safe vegetables, a higher level in comparison with attitude. According to
Krystallis and Chryssohoidis (2005), willingness to purchase can be a good predictor of
safe vegetables demand. Moreover, attitude of consumers is very good predictors to their
willing to purchase, according to Laroche et al. (2001) (as cited in Krystallis &
Chryssohoidis, 2005).
Attitude mentions on attention to safe vegetables, while willingness to purchase
mentions about maximum potential for buying safe vegetables. There are many researches
over the world about willingness to purchase food, from vegetables to meat, in America
likes in UK (Gerrard et al., 2013), Africa likes in Greece (Krystallis & Chryssohoidis
(2005), Egypt (Mohamed, Chymis & Shelaby, 2012), Asia likes Taiwan (Huang, Kan &
Tsu-Tan, 1999).
Therefore, H1 is proposed as followed:
H1: Attitude towards safe vegetables has positive impact on willingness to purchase
safe vegetables.
2.4 Health consciousness


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Health plays a key point for doing anything. Thus, health consciousness is first cared
element before people decide to work or study. Health consciousness represents the
willingness people to do something for their health (Schifferstein & Ophuis, 1998, as cited
in Wen & Li, 2013). Due to be healthy, people often choose good foods for their family,
especially safevegetables. And they believe that safe vegetables are safer than normal ones
(Padel & Foster, 2005; Schifferstein & Ophuis, 1998, as cited in Wen & Li, 2013).
Vegetables are in specific, food is in general, they all concerned before the other elements
for choosing foods, from developed economy likes in UK (Pearson, Henryks & Jones,
2010) to developing economy like in Egypt (Mohamed et al., 2012), in Asia (Chen, 2009)
as same as customers’ care in Vietnam (Truong et al., 2010). Pearson et al. (2010) claimed

that most people who faced illness concern more about healthy diet. This is more important
in recent years due to more epidemics. In summary, health consciousness often plays a key
role when choosing foods.
Researchers also found out that health reason is important in buying safe vegetables
like Smed et al (2013); Wen and Li (2013), even though Fotopoulos and Krystallis(2002)
claimed that it is the central motivation or health consciousness is the most important
reason. In addition, Mohamed, Chymis and Shelaby (2012) indicate that health concern is
the first motivation for buying safe vegetables with an extra price due to more value
customers receive. Accordingly,
H2: Health consciousness has a positive impact on safe vegetables.
2.5 Subjective Knowledge
Information, widely under name as knowledge, is a factor influencing to consumers in
choosing any product. Information plays as input for raising consumers’ knowledge and
reducing risk or minimizing uncertainty when consuming product. Thus, information in
consumers’ own knowledge intent the manner they behave another thing (Barber, 2008).


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Knowledge has defined as content information about an object, product or issue
(Gamble & Blackwell, 2001, chapter 1). Before making decision to buy something, people
have foundational knowledge for analyzing whether they decide to buy goods or not. Thus,
consumers’ knowledge is important both to theoretical models of consumer behavior and to
marketing practice. There are three types of knowledge: objective knowledge, subjective
knowledge, and usage experience. According to Selnes and Gr°nhaug (1986), while
objective knowledge measure a person’s evaluation of one piece of knowledge, subjective
knowledge measures consumer’s interpretation of what he or she knows. And usage
experience measure how much consumers evaluate quality amount of product they
consumed before. In another shorter words, objective knowledge could explained as
general information he or she knows, subjective knowledge means how much a person

examines whether one product good or not good based on her or his information, and usage
experience means how much a person evaluate goods after purchasing.
The general objective of this study is measuring some internal factors of consumers
influencing on attitude and willingness to purchase safe vegetables, which pertains to a
more actual amount of knowledge that person stores in his or her memory, thus subjective
knowledge is focused. In addition, most of Vietnamese consumers have not confidence in
evaluating the quality of safe vegetables or differentiate whether the vegetables are safe or
not (Ho & Dao, 2006) and how much perceived knowledge becomes knowledgeable.
Consequently, subjective knowledge element is analyzed in this research.
In reality, there are many ways to get knowledge about safe vegetables, from website
of The Ministry of Agriculture, website of Fruit and Vegetable Research Institute or
published article. And one popular way is information on product label. Another type of
subjective knowledge is consumers’ knowledge about standard of quality control. There are
some of quality criteria in Vietnam: VietGAP, VietGAP Nhãn Xanh, Organic vegetables.


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Subjective knowledge also means understanding how to evaluate one product is enough
quality or not.
In other results, Ellen (1994, as cited in Aertsens et al., 2011) also noted that
subjective knowledge has a positive relationship with attitude towards a product. Therefore,
subjective knowledge, in specific as knowledge and measurement of safe vegetables, has
positive relationship with attitude towards safe vegetables. Accordingly,
H3: Subjective knowledge positively impact on attitude towards safe vegetables.
2.6 Trust on producers
In process of production and delivery from farm to table, there are many potential
risks could appear. Thus, in each stage, the producer or the retailer has the quality
assurance system for ensuring the quality of products. When product came to endingconsumer, they just know about information that is on the label and provided by retailers.
However, most of ending-consumers who use safe vegetables do not how to evaluate the

quality of product (Ho & Dao, 2006). They just believe in producers or retailers that
supplying quality products. Therefore, trust plays an important role in consumption of safe
vegetables.
Belong with process of providing vegetables, from farming, through storing, then
distributing, trust factor could be put on two categories: producers and retailers. Producers,
in another word, suppliers are who grown vegetables. If they are towards natural farming
and care about quality of products, output will be very good. Retailers who are in charge of
storing and distributing, plays also an important role in flow of goods. If retailers are
towards sustainable consumption and production, they do not use any preservative, the
quality of product accordingly is good.


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More specific, trust in suppliers indicates customers believe in the way that products
were made meet enough criteria (Choe et al., 2009), in information on the label of products
(Smed et al., 2013), even though they do not know how to measure the quality of products
that producers provide (Nguyễn Văn Thuận & Võ Thành Danh, 2011). According to Choe
et al. (2009, as cited in Venugopal & Kaundinya, 2014), trust between ending-consumers
and suppliers helps to improve agriculture process due to less asymmetric.
Trust in retailers indicates consumers believe on that retailer sells quality products, for
both private-label vegetables and other quality vegetables from another suppliers
(according to Perrini et al., 2009). After facing many potential risks from farming,
consumers also face the asymmetry information exists between buyer and seller. In
specific, it could be quality products of input at farmer, but there is not enough quality of
output at retail for selling to ending-customers. This issue may from not enough provided
information about quality assurance of retailers (Choe et al., 2009). Therefore, customers’
trust on retailers also is a factor impacting on making decision to buy safe vegetables.
Nowadays, even supermarkets sell not safe vegetables under safe vegetables name.
The consumers are more difficult to identify which are safe vegetables and which are not

ones. They just have information regarding how is vegetables produced. Information about
how is vegetables processed and delivered are not provided. The most popular way for
testing is consumers’ feeling when feeding vegetables. Thus, this study just mentions on
trust on suppliers, specific in quality of the way producers did, quality logo criteria on the
label, information supplier provides, while does not mention on trust element of retailers.
Accordingly,
H4: Trust on suppliers has a positively impact on attitude towards safe vegetables.
2.7 Convenience


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In an emerging economy, citizens take more time for working, and focus on
multitasking. For instance, buying foods by ordering on the website, and paying via
internet banking, then goods will be delivered at their home. Results of Padel and Foster
(2005) indicate that limited convenience influencing on intention to buy organic food, and
convenience is an important factor for setting up new outlets. In addition, regular
consumers are willing to trade-off value against the convenience for buying healthy foods.
They are willing to buy vegetables nearly their house instead of going further distance for
better goods. Thus, convenience strongly influences on attitude of buying safe vegetables.
More and more convenience store appears in recent years to serve the availability for
consumers. In addition, result of Jabir et al. (2010) in emerging economy likes India also
shows that consumers prefer market place that is comfortable. Thus, the more conveniently
of buying is, the more value for consumers receive and more revenue for retailers.
To adapt with changing habit of customers’ consuming, there is shopping online for
buying safe vegetables such as XanhShop.com, Vuonrau.com and so on. The increasing
number of shops in few years indicates that consumers like convenience more. In addition,
according to Hà Nguyễn (2014), there is rapid increase from 27% to 58% of using smart
phones for online purchasing between 2013 and 2014. This figure shows Vietnamese
consumers are likely to take availability as soon as possible. Consequently,

H5: Convenience positively impact on attitude towards safe vegetables.
2.8 Price perception
Price perception is a sensitive factor when choosing products, especially new label.
Vegetables are an essential food every day, thus amount of money that consumers pay for
vegetables accounts for huge percentage of total expenditure. Consequently, higher price
could be an obstacle for choosing safe vegetables, according to Shepherd et al. (1996), as
cited in Saleki, Seyedsaleki & Rahimi, 2012) and Revoredo (as cited in Baourakis, 2004).


21

Besides that, Cottingham and Winkler (2008) agree that price is the most important for not
to buy green foods. This means consumers intent to buy safe vegetables if they perceive
price of those products.
In Vietnam, price of safe vegetables, especially organic vegetables is usually double
than normal ones in local market (Trần Mạnh, 2014) due to no pesticides, no chemical
fertilizers, no genetically modified organism, and more nutrients. Large of people often
just see the price instead of seeing more the benefit safe vegetables bring to them.
Therefore, price is an obstacle for buying safe ones. In total, people consume safe
vegetables due to benefit they receive, in comparison with amount of money they pay for.
Average income of Vietnamese reached 1,960 USD per year in 2013 (according to
Bích Diệp, 2013), especially Ho Chi Minh Citizens reached 4,513 USD per year (Liên
Phương, 2013), approximately 8 million VND per month. Accounting for 34% of
expenditure for foods, and the most of consuming is fresh food (according to Thúy Hải,
2011). However, the habit of demand of fresh food towards decrease due to increasing
price few months (Trần Thúy, 2013). If the price of safe vegetables rises, the amount of
money for consumption fresh food accordingly goes up, amount for other parts like
education, entertainment, saving and so on has to decrease. To balance percentage of
consuming for safe vegetables against others, more people choose to eat less fresh ones or
buy sale products. Thus, H6 is proposed that:

H6: Price perception has positive impact on attitude towards safe vegetables.


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All of hypotheses in this study are summarized as below to be easier to follow the
model:
H1: Attitude towards safe vegetables has positive impact on willingness to purchase
safe vegetables.
H2: Health consciousness has a positive impact on attitude towards safe vegetables.
H3: Subjective knowledge positively impact on attitude towards safe vegetables.
H4: Trust on suppliers positively impact on attitude towards safe vegetables.
H5: Convenience positively impact on attitude towards safe vegetables.
H6: Price perception has positive impact on attitude towards safe vegetables.
In summary, this chapter presents literature review of each concept in this study, each
factor, including independent variables, mediating variable and dependent variable, and six
hypotheses for whole.
The model of this study is represented as below:

Health
Consciousness

Subjective
Knowledge

Trust on
Suppliers

Price Perception

Convenience

Attitude towards

Willingness to

Safe Vegetables

Purchase Safe
Vegetables


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CHAPTER 3. METHODS
Chapter 2 gives detail about the literature review and the model of this study. This
chapter mentions about method for measuring construct and examining the hypotheses in
the model. There are five parts in this chapter: (1) research method, (2) research process,
(3) scale of constructs, (4) main survey, and (5), sampling.
3.1 Research method
In order to dress a design for research, the researcher considered the kind of model
and measures were suitable for all constructs of the study. The focus of this research is to
examine:
(1) Some factors affecting attitude towards safe vegetables.
(2) Effect of attitude towards safe vegetables on willingness to purchase safe vegetables.
Accordingly, this study including two phases: (1) qualitative approach, and (2)
quantitative approach.
Qualitative approach was done in July, 2014 in Ho Chi Minh City by in-depth
interview, via skype with record mp3 software. This stage was undertaken in order to
review and revise scale for measurement all the constructs in this study.

The quantitative approach was done from August to September in 2014 in Ho Chi
Minh City by main survey, using google docs and paper questionnaire. This stage was done
to measure the hypotheses mentioned in Chapter 2.
Overall, this study process is summarized as below:


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Figure 3.1 The research process

Research Objectives

Literature Review & Hypotheses

Draft Questionnaire

In-depth Interview

Final Questionnaire

Main Survey

Exploratory Factor Analysis

Regression


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3.2 Research process

The timeline of process of research as mentioned in Table 3.1 below.
Table 3.1 Timeline of research process
Method

Tool

Size of sample

Time

Location

Qualitative
approach

In-depth
interview

7

July, 2014

Ho
Chi
Minh City

Google Docs

77

Paper
questionnaire

170

August and
Ho
Chi
September,
Minh City
2014

Quantitative
approach

Step 1: Build the scale for each construct
This step based on literature review mentioned in Chapter 2, and scale including
researches in other countries. Detail of measurement of each construct will be discussed
more detail in next part.
Step 2: Qualitative approach
Due to difference of culture among countries, scales from researches could be not
suitable for the context of Vietnam, purpose of this phase is revising the original statement
into be appropriate with Vietnamese context, and modifying scales to be comprehensible
and make sure that no statement appeared more than once. After the in-depth interview, the
author received significant feedbacks and suggestion to make the improvement for the
official questionnaire. Based on the literature review of previous research about the impact
of health consciousness, subjective knowledge, trust, price perception and convenience on